The season for denomination of origin (DO) Spanish persimmons may have just commenced, but growers are already predicting further sales growth in the UK.

Last year, DO persimmon growers in the Ribera del Xúquer valley in Valencia produced 32,000 tonnes, a record 400 tonnes of which was sent to the UK.

This year, expectations are high, since the region received good rainfall during the spring. “We are expecting a similar sized harvest to last year, of approximately 32,000-35,000 tonnes,” says Rafael Perucho, head of the regulatory council Kaki de la Ribera de Xúquer Plaça, “which means we should have our best season to date in the UK market. If everything goes according to plan, sales this year should be double those in previous years.”

This year, according to Foods From Spain, promotional activities at UK supermarkets will include tastings, in-store radio spots, and recipe and information leaflets.

“The UK is a priority market for us, because of both its proximity and importance,” explains Mr Perucho. “Persimmon is a relatively unknown fruit here, so our main challenge is to get shoppers to know and enjoy the fruit while it is in season.”

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